The release of the Xiaomi YU7 sparked an enthusiastic response from the market, with orders exceeding 200,000 in just 3 minutes of going on sale, and 289,000 orders within 1 hour. This achievement not only made Lei Jun excited, but also impressed the entire industry with the market potential of Xiaomi cars. However, this success was not accidental. In the era of traffic, Xiaomi is facing huge challenges and opportunities. In the latest interview, Lei Jun shared Xiaomi’s strategic thinking in this context, including how to respond to public pressure, how to balance product lines, how to stay ahead of the competition, and how to lead the market through technological innovation and high-end.
Xiaomi YU7 was officially released last night, with a 3-minute Dading exceeding 200,000 units and a 1-hour Dading-breaking exceeding 289,000 units.
Lei Jun was interviewed by the media after the Xiaomi press conference, and the summary of Sanyan Pro is as follows:
Lei Jun talks about YU7 orders: far beyond my imagination, I thought it was better than last year’s SU7
Regarding the order volume, Lei Jun said internally yesterday that as long as it is better than last year’s SU7, it will do its best to promote further expansion. He was still very excited to get so many orders, far beyond his imagination.
“I think the competition for SUVs is very fierce, and users are willing to believe us, because we have not started the test drive and there are so many users, which is a great trust in our Xiaomi, we must do a good job in product quality, and we must speed up the delivery, so that friends who book cars can get the car earlier.”
Xiaomi was worried that no one would buy SU7 after the release of YU7
Lei Jun revealed that many people were worried before that no one would buy SU7 after the release of YU7, and they may also be worried internally, “In fact, I am quite confident, I think people who like to drive cars and people who like SUVs are actually two types of people, although there is a lot of overlap, but there are still many people who like cars and feel that cars are comfortable to drive, of course, some people think that SUVs have a lot of space, so they are two completely different people, and they have their own fixed iron fans.”
He mentioned that under such a powerful firepower as YU7, SU7’s expected new orders have been raised three times, so he feels that the number of YU7 must be higher than that of SU7, but SU7 will not be low, so he is still quite confident in SU7.
In the era of traffic, Xiaomi should be cautious in its words and deeds, and any flaws may be magnified
Lei Jun said that we are facing a very painful environment today, no matter which company is more popular, its public opinion is particularly complicated, which is a practical difficulty and a challenge in the traffic era.
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He said that in response to the changes of the times, Xiaomi must do two things. “First, be cautious in your words and deeds, say every sentence very accurately, and be sure to do your own things well, because any flaws may be magnified. Second, we must unswervingly follow our own path, and truly do a good job in leading the high-end of scientific and technological innovation, and achieve a degree recognized by everyone. ”
We must treat ourselves as key car companies
Lei Jun said that once an internal speech was leaked and he was scolded badly. At that time, Xiaomi Auto should actually be regarded as a first-year freshman in the automotive industry, selling a total of 130,000 cars, and only BYD’s sales in a week. said that he was a freshman, thinking that everyone would care and support him more. But I never expected that all peers still think highly of Xiaomi.
Lei Jun said, “After this incident, I think Xiaomi still has to treat itself as a key car company in the automobile industry, with high standards and strict requirements, and a change of mentality.” ”
The second-generation Xuanjie chip is considered to be used in cars
As for when the Xuanjie chip will be used in the car, Lei Jun said that the second-generation Xuanjie chip is considered to be applied in the car, the first generation is mainly a verification technology, the main technology is too good to believe, so these mobile phones and tablets are very rarely stocked. “I also saw some negative saying that we couldn’t sell and talk nonsense. The main reason is that three or four years ago you dared to enter a lot, and you definitely didn’t know that it was so good. ”
Talking about OEM: Most of the equipment is self-developed
Talking about the topic of OEM, he said that whether it is quality, manufacturing capacity, or management, because Xiaomi has been working in the manufacturing industry for so many years after all. Maybe everyone has a misunderstanding about OEM, including the mobile phone smart factory that was also delivered at the beginning of last year, and most of Xiaomi’s equipment is self-developed, so if you don’t have a little foundation, it is difficult to do a good job in manufacturing.
Respond to “rely on marketing”: every indicator and every ability, Xiaomi is leading in most fields
Lei Jun said that he believes that in the past five or six years, everyone should be able to see that the improvement of Xiaomi’s capabilities is huge. In fact, on the 10th anniversary, Xiaomi conducted half a year of reflection, proposing to pay attention to capacity building in an all-round way from opportunity-driven to capability-driven, and the first task was to invest 100 billion yuan in research and development, which was immediate.
He concluded, so I think the most important thing is to pay attention to capacity building, opportunities are very important, ability is more important, ability is not a single dimension of ability, all aspects of ability must be improved.
“Just like after our success this time, some peers packaged it as Xiaomi won by marketing, you look at every indicator and every ability of us today, in any dimension, I think Xiaomi is leading in most fields. I think whether it is product development, quality, quality or design, I think of course there are still many shortcomings, we are very clear, we are reflecting on where we are shortcomings every day, how we can further enhance and improve, so I think the most important thing is that we put the capacity building of the entire Xiaomi in the first place. ”
Talk about anti-involution: resolutely implement and advance to the high-end
Regarding the anti-involution, Lei Jun said that he would actively respond to the call of the competent authorities and resolutely implement the anti-involution. Resolutely oppose the price war in the form of competition, advance to the high-end, and demand itself with higher standards.
He said that it is still necessary to roll up technological innovation, or to roll up safety, quality and durability. For example, Xiaomi has to roll up 24 hours of endurance tests and tens of millions of kilometers of road tests, all of which are for the sake of scientific and technological innovation and quality. It is also necessary to roll up high-end capabilities.
Talk about price wars: to increase investment in technology, to dare to show the sword with top car companies
When it comes to the price war, Lei Jun has three conclusions: first, we must innovate in science and technology, we must increase investment in technology, second, we must work quality, and the third is to lead high-end, dare to show our swords with the world’s top car companies, and dare to compete with them.
“As long as you start chasing us on the road to winning, don’t be afraid, including the Tesla Model Y is also very powerful. I remember that in our country, manufacturers besieged Guangmingding at every turn, and finally lost all of them. I don’t think it’s afraid, I think the Model Y has done a good job, we still have to have the spirit of daring to show the sword. ”
Xiaomi prioritizes Beijing-Tianjin-Hebei suppliers
Lei Jun said that the core reason why he chose to build a car in Beijing four years ago is that Xiaomi is a Beijing enterprise, and it is necessary to use Xiaomi’s efforts to comply with the national strategy, which is the coordinated development of Beijing-Tianjin-Hebei.
“If you are a Beijing-Tianjin-Hebei supplier, you are a Beijing supplier, the same conditions are given priority, plus points, so based on this, if we don’t consider the battery, we don’t have three or forty percent of the suppliers in Beijing, Tianjin and Hebei, and the battery is because soon CATL will be equipped in Yizhuang, so they are also considered Beijing. Add maybe 60% or 70% of the battery to the supporting equipment, and it will be equipped with Beijing-Tianjin-Hebei. So we still hope to use our own efforts to make Beijing better, and I think this is what every Beijing company wants to do. (Comprehensive Sina Technology, etc.)
